Non-linear video viewing outpaces linear in the US

Barbara Kraus

Barbara Kraus

The average US broadband household now watches more than 17 hours of non-linear video per-week, compared to just 11.5 hours of linear video, according to Parks Associates. 

The new research claims that on the TV, non-linear video now accounts for 49% of video consumed. Among 18 to 24 year-olds, 60% of TV video viewed is non-linear.

“Growing consumer demand, alongside new OTT service announcements from HBO and CBS, is driving all players in the video ecosystem to add streaming capabilities to their devices,” said Parks Associates’ director of research Barbara Kraus.

The research claims that consumers are also using connected consumer electronics to access non-video content. Nearly 40% of US broadband households that use the smart TV as their primary connected device use it to access Facebook for “at least one hour per week,” according to Parks.

Earlier this week, Parks reported that 64% of US broadband households now have internet-connected consumer electronics and 55% have an OTT service subscription – an area it said is “poised for strong growth.”

“More than 75% of streaming media player owners have an OTT subscription. The high connection rate for all streaming devices highlights the high level of competition for all players in the industry,” said Kraus.

“Video consumption on connected CE, smartphones, and tablets is increasing, with broadband consumers now averaging more than nine hours per week of consumption on these connected platforms.”